So, I went to Target today and I was kinda blown away. Apparently cute, kawaii characters have made it to mainstream- the cheap & affordable mainstream. I am not entirely sure how I feel about it...
Simone Legno's new tees for Target are interesting. He didn't call them 'TokiDoki' because I am assuming that he still wants you to buy your $150 LeSportsac bag, and then head over to Target and also pick up a tee for $7.99. It's also interesting that it's in the kid's section. It's still a stigma that cute characters must be for kids. Online, they aren't marketed to kids, but all I could find in the store were 2 tees in the girl's section. The bags online are $19.99 and look to be about the same quality as my expensive LeSportsac TokiDoki purse.
They've also got tees by "Kawaii Island" which is the new mainstream brand by Friends With You. Check out that hang tag, so cute! They are also not using their well known brand name on this less expensive line, and it's also being marketed to kids.
There's also this shirt by "Extra Frosting" which looks a little too much like Loyal Army to me.
Original by Loyal Army:
So, high end character artists are dividing up their branding to appeal to both high end and mass market. Is this smart? Do you feel like your expensive TokiDoki items are less valuable now? Or are you happy just to be able to buy TokiDoki images on a tee for cheap? Will this affect their brand sustainability in the long run? For example, will LeSportsac quit making bags with TokiDoki art on them because they will feel that this is a conflict? I am curious to hear your thoughts, and to see how this will affect these brands long term.
Post Updated on 7/12